Jerry Rice is helping kick off more than the NFL Pro Bowl in Hawaii this week.

The former San Francisco 49ers star receiver is scheduled to help bless land in East Kapolei slated to become a regional shopping center.

Rice is scheduled to participate in the blessing of the Ka Makana Alii mall project site Thursday from 1 to 3 p.m., joining Gov. Neil Abercrombie and others affiliated with the project.

Ka Makana is a $500 million project by Florida-based DeBartolo Development LLC, a company founded by former 49ers owner Edward J. DeBartolo Sr.

DeBartolo owned the 49ers from 1977 to 2000, during which time his franchise won five Super Bowls, including three with Rice.

Rice, who was inducted into the Pro Football Hall of Fame in 2010, is serving as alumni captain for one team in Sunday’s Pro Bowl. DeBartolo is a finalist being considered for the Hall of Fame this year.

Ka Makana is a being built on land owned by the Department of Hawaiian Home Lands. DeBartolo Development is leasing land from DHHL, and revenues from the lease are to finance the construction of homes for Native Hawaiians.

The 1.4 million-square-foot shopping center will be the third-largest regional mall in Hawaii, the company said. The first phase will be 700,000 square feet and feature a department store, 75 shops and restaurants, a movie theater and a hotel, the company said in a news release Monday. The second phase will include 200,000 feet of office space.